WE DID IT! The DIRTY secret got out, consumers spoke up, and Victoria's Secret realized there is nothing SEXY about forest destruction.

Today, Victoria's Secret's, parent company, Limited Brands announced it will, stop using paper from Endangered Forests like critical caribou habitat in the Albertan Foothills for its catalogs. After two years of campaigning, Victoria's Secret has begun and will continue to work to phase out using any Endangered Forests products. The company will also begin using at least 10 post-consumer waste in its main catalog.

This is a big step, not only for Victoria's Secret, but for the entire catalog industry. A strong environmental standard has been set and the entire industry will be hearing from us - forest destruction will no longer be tolerated! Today's decision is proof that consumers like you really can make a difference.

Let's Give Thanks! Send the CEO a nice big THANK YOU!
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When we began this campaign, two years ago, Victoria's Secret was printing 395 million catalogs every year on paper that contained NO recycled content. We made it clear that we were not going to stand by and watch one of our planet's most vital resources be destroyed to sell panties.

Now they've made commitments to better paper and we couldn't have done this without YOU! Getting a multi-billion-dollar corporation to change its practices is no small feat and that's exactly what we've accomplished. We not only celebrate this victory but celebrate your support during the past two years made this to making this possible.

And while this is an important milestone, there is still work to be done. Victoria's Secret has outlined an excellent policy, but any policy has to be successfully implemented in order to be effective.

Again, thank you! And, please take a moment to say thanks to the CEO of Limited Brands, Victoria's Secret's parent company, for going green!
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What This Means for the Forests

The impact of Victoria's Secret's decision will be seen in the protection of North America's Great Boreal Forest, which contains 25% of the world's remaining intact forest. Stretching from Alaska to Canada's Atlantic coast, the Boreal is a key regulator of global climate, providing one of our first lines of defense against global warming. It is also a vital source of clean air and water, and provides critical habitat for many species from endangered mountain caribou and to half of North America's songbirds.

A vast majority of catalogs and junk mail that flood U.S. households come directly from the Boreal Forest. Currently, the Boreal is being logged at a rate of two acres per minute, 24 hours a day. And nearly 50% of that logging is going to produce paper. Victoria's Secret's new policy prohibits immediately paper coming from the Albertan Foothills and is working to end sourcing paper fiber from other endangered Forests. The policy sets a new standard for the catalog industry.

Read the Press Release.

Learn More about the Campaign.